基于社会性网络服务的影视文化产品营销研究

发布时间：2018-02-26 03:18

本文关键词： 影视文化产品 SNS营销消费者感知技术接受信息传播效应　出处：《南京航空航天大学》2013年硕士论文　论文类型：学位论文

【摘要】：社会性网络服务(Social Network Service,以下简称为SNS)，其本质是通过提供信息服务建立网络社区，并以社区为基础完成信息的传播和扩散。SNS崛起于“搜索”向“社交”转变的网络时代，其传播方式的高效、精准、互动以及低成本等特性引起了企业进行品牌和产品传播的兴趣，其中，SNS的互动性引发的用户高参与度带来的巨大用户流量创造了前所未有的商业价值，随着商业模式的不断完善，基于SNS平台的SNS营销开始逐步成型，被用于越来越多的产品和服务。影视文化产品的SNS营销在实践中开始步入学术界的视野，但尚不完善，，缺乏相对应的实证研究。本文从行为科学的视角，构建消费者感知、技术接受和信息传播效应的营销过程和机制，以技术接受为中心问题，通过问卷调查和结构方程统计分析，对影视文化产品的SNS营销进行了实证研究，并为影视文化产品的SNS营销提出了具体的对策和建议。研究结论如下：（1）消费者感知、技术接受以及信息传播效应与平台和观影两个层面的影响因素的关系大部分得到了验证，说明新媒体平台可以成为连接产品和消费者的工具，同时为技术接受模型的延展提供了参照；（2）SNS通过提供内容服务和功能服务，能够激发影视文化产品的品牌效应，同时解决了消费者对传统媒体广告的厌恶感。由此，SNS平台的影视文化产品的营销实质上完成了影视文化产品营销渠道“整体化”和“整合化”的构建；（3）幂律分布和用户互动机制是信息传播效应最大化的关键因素，要促成用户的最终购买行为需把握信息链的关键节点并保持持续的受关注性。
[Abstract]:The essence of social Network service is to establish network community by providing information service, and to complete the dissemination and diffusion of information based on community in the network age of "searching" to "social". The high efficiency, precision, interaction and low cost of its communication methods have aroused the interest of enterprises in brand and product communication. Among them, the interaction caused by the high level of user participation has created unprecedented business value. With the continuous improvement of business model, SNS marketing based on SNS platform began to take shape gradually. The SNS marketing of the film and television culture product begins to enter the academic field of vision in practice, but it is still not perfect, and lacks the corresponding empirical research. From the perspective of behavioral science, this paper constructs the marketing process and mechanism of consumer perception, technology acceptance and information dissemination effect, taking technology acceptance as the central issue, through questionnaires and statistical analysis of structural equations. This paper makes an empirical study on the SNS marketing of the film and television cultural products, and puts forward some concrete countermeasures and suggestions for the SNS marketing of the film and television cultural products. The research conclusions are as follows:. (1) the relationship between consumer perception, technology acceptance, and the effect of information dissemination on the two levels of platform and viewing has been largely verified, indicating that the new media platform can be a tool to connect products and consumers. At the same time, it provides a reference for the extension of the technical acceptance model. By providing content services and functional services, SNS can stimulate the brand effect of film and television cultural products. At the same time, it solves the consumers' aversion to the traditional media advertisement. Therefore, the marketing of the film and television culture products based on SNS platform completes the construction of the marketing channel of the film and television culture product "integration" and "integration" in essence; Power law distribution and user interaction mechanism are the key factors to maximize the effect of information dissemination. In order to promote the final purchase behavior of users, we should grasp the key nodes of the information chain and keep the constant attention.
【学位授予单位】：南京航空航天大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943;F274

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